How to Use Surveys to Sell More of Your Jewelry Designs!

We all know how important it is to give the customer what she wants. But, how do you know what your customer is really looking for? Your customer is probably a very busy person. She may be shopping on her lunch hour and may not have have time to tell you exactly what she's looking for and what she wants you to carry. So how do you find out?

Once simple solution is to do a customer survey.

The next time you exhibit at a craft show, bring along a nice wooden box with a top that comes off easily. Print up a sheet of several questions you'd like for your customers to answer. Try not to include more than 2 or 3 questions in order to make it simple for them.(remember your customer is busy). Don't overburden her with long survey forms and complicated questions. Make this an exercise in simplicity. She'll likely opt out if you make it too complicated. Here are some questions you might consider:

1. What additions would you like to see added to my current jewelry line?

2. What jewelry pieces are you most likely to buy? i.e. necklaces,bracelets, earrings, rings etc.

3. What one improvement could I make to my jewelry design business?

4. Did you purchase my jewelry today for yourself or as a gift?

5. What additional services would you like for me to offer?

6. Would you like to have the option of having a piece custom designed?

Print up a group of small forms with the questions and set them beside the box. As customers check out, ask if they would mind filling out a brief survey form and place it in the box. You might want to give them an incentive such as 10% off of their purchase or a small gift such as a jewelry polishing cloth. Let them know you valuable their input and appreciate their feedback.

You'll be surprised at what you can learn from a well constructed survey. The important thing to look for when assessing the results is the presence of trends.. We do these surveys in our bead store and it's very helpful in determining what inventory to buy. Sometimes people will repeatedly request items you never dreamed would sell to your market. The only way to know this is to ask. Give it a try at your next jewelry show! It's a great way to stay on top of your jewelry business!